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Sponsorship of female gamers a "joke"?

There hasn't been a good rant about
female gamers for a while, but this article by Kim Rom delivers quite nicely. Looking at female gaming teams who seek
sponsorship and attention based on
their gender and looks rather than their skill, Kim points out the disparity in marketing between some female teams and
the male teams they compete alongside.

The image on the right is an example of how one female team's homepage would
look if the team were male; quite rightly, it's ridiculous. Kim is quite right to point out that some female teams do
seek to differentiate themselves from the competition based on gender over skill; however, this isn't always the fault
of the teams.

If a team of girl gamers wants to approach a sponsor for backing, as any team might do, they
are going to use every asset in their arsenal to win the sponsor (and their cash) over. The sponsor's marketing
department isn't blind; in an e-sport where most competitors are male, female teams stand out from the crowd and appeal
to the audience. The sponsor wants this audience to buy their products, so they will capitalise on the female aspect of the team to squeeze every last
drop of attention from their target market.

Sometimes the teams will take this approach first, learning the
lessons of countless female teams before them: even if you don't want your gender to be an asset, by segregating into a
female-only team, it will undoubtedly become one.